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MVBMS makes use of World Cup rivalry in Volvo ads.
The rivalry between football fans in World Cup mood is the theme for a new pan-European campaign for Volvo, created by the Dutch agency MVBMS Fuel Europe.
The ad, for Volvo's C70 convertible, shows a young man driving slowly through an Italian town with the roof of the car down.
The streets are packed with people preparing for a big football match. Everyone is wearing the local team colours of blue and white, including a small dog, but the man in the car is clad in the red shirt of the opposition.
He comes to a halt opposite a bar to allow an elderly lady to cross the road, and all eyes turn to him, taking in the colour of his shirt.
He shifts nervously as the text on the screen asks: "At what point does a ...
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